TERRE DES FEMMES Schweiz

Brochure to raise awareness: «SEXism sells?!»

How women and men are depicted in advertising produces certain perceptions of how genders «are»: technology and heroism, for example, are still reserved for men, beauty for women. These outdated stereotypes restrict the full development of women and men. Our re-edited brochure for raising awareness among young people shows the interaction between an abridged advertising message and its influence on gender diversity. By showing how advertising messages reduce reality in a subtle way, the brochure encourages young people to deal with their own traditionally established role models and question them.